marketing project

1. Coffee
Roasters
Coffee that dosen’t show on your waistline

2. BUT WHY?
NEED
Available cold
coffee
contains
high calorie
Post Covid-
Increasing
demand for
Healthy
Beverages
Cold Coffee
perceived as High
Calorie Beverage
(55%
Respondents)
Calorie-
conscious
consumers
Millennials &
Gen Z

3. ABOUT THE
PRODUCT
Arabica Coffee
Stevia
Skimmed Milk
Flavour- French vanilla, Hazelnut, Caramel
Glass Packaging- 200ml

4. ENVIRONMENT ANALYSIS
Available cold
coffee
contains
high calorie
Intense Market
Competition
Increasing market
for cold coffee
Product line
Expansion
Low entry
barrier
S W O T

5. ENVIRONMENT ANALYSIS
Competitive
Rivalry
Threat from
Entrants
High
Power of
Customer
Low
Power of
Suppliers
Low
Intensity of
Competitors
Moderate

6. Willingness
35% willing to purchase,
30% neutral
04
CONSUMER BEHAVIOUR
Age Group
Predominantly
18- 35 years
01
Profession
Students
Working Professionals
02
Valued Aspect
Taste (quality and health
benefits)
05
Preferance
57% of respondents
prefer cold coffee over
hot coffee
03

7. VISION
Establish Coffee Roaster as the premium cold
coffee brand.
MISSION
Continuously grow through innovation and
excellence to provide the best cold coffee
experience.

8. MARKETING
STARTEGY

9. SEGMENTATION
Focus on tier-1 cities
GEOGRAPHIC
Health conscious GenZ
and Millennials
BEHAVIORAL
Based on age focus on
GenZ and Millennials.
DEMOGRAPHIC

10. TARGETING
Premier Colleges
Gyms
Corporate Offices
Super Markets
Malls
GEOGRAPHIC PSYCHOGRAPHIC
Target based on
interest
Online channels making
use of keywords
Health conscious
coffee segment

11. MARKET DEMAND
Potential Market
(Population)
3 Lakh
Available Market
(Population)
1.8 Lakh
Target Market
(Population)
1.15 Lakh
Market Penetration
(Population)
3500
Demand per month 15000 Units
Assumption- 3% of the Target
Market is captured

12. POSITIONING
Perfect blend of health and taste , a low
calorie cold coffee with regular taste.

13. MARKETING MIX

14. Place
Manufacturing- Bangalore
E-Commerce
Pan India Presence
Offline Presence
Corporate office canteens,
College canteens
Supermarkets
Product
• Low-calorie specialty
cold coffee
• Glass bottles

16. DISTRIBUTION CHANNELS
Manufacturing and Packaging Facility
Virtual
Physical
E-commerce
Own Website
Corporate office Canteens
Supermarkets and Bakeries

17. Pricing
Premium Pricing
Rs 119/200ml
Product Quality
Unique Product
Differentiation Strategy:

18. Promotions
Pamphlet for promotions
Discount Coupons
Stall in mall

19. Tags
BRANDING
Logo & Tagline
Your Cold Coffee not showing
on your waistline
QR Code
Merchandising
Coffee Tumbler Tag attached to the
bottle
QR to scan in detail

20. BULL’S EYE FOR COFFEE ROASTERS

21. FINANCING, BUDGETS & FORECAST
0
100000
200000
300000
400000
500000
600000
700000
800000
900000
1000000
1 2 3 4 5
SALES
YEAR
Sales Forecast
-20000000
-10000000
0
10000000
20000000
30000000
40000000
50000000
60000000
70000000
0 1 2 3 4 5 6
Cummulative
Revenue-
Expenditure
Year
Break Even Analysis

22. CONTROLS
Study the growth in sales volume and
revenue
Employ customer readiness-to-buy matrix
Incentivizing distributors and study
distribution matrix

23. IMPLEMENTATION MILESTONE
02
Plant set-up and
beginning of promotions
prior to launch
Launch the product
into the market
01
Expansion in tier 2
cities
03
Bean
Stage
Sprouting
phase
Growing
phase

24. THANK YOU